Article

Creating the Point-of-Sale of the future

The Deloitte Neuroscience Institute helped a consumer business company to interact in a completely different way with their customers in a retail store

A consumer business company struggled with understanding customers’ “real” shopping behavior. Through in-store testing and analysis of customers’ brain activity and eye movements, the Deloitte Neuroscience Institute helped the client to understand customers’ unconscious perception of products and motivation to buy.

The business issue of our client:

Online businesses are disrupting traditional brick and mortar stores due to consumers’ preference for more convenient ways of shopping. The client wanted to gain an understanding of customers’ implicit shopping behavior. The Deloitte Neuroscience Institute supported the client by assessing customers’ store perception live in a natural environment.

 

Our approach:

The Deloitte Neuroscience Institute used neuro-scientific technologies, like eye tracking and EEG, to visualize customers’ implicit reactions and behaviors. Test persons equipped with eye tracking glasses and a mobile EEG were instructed to explore a test store. Analysis of the collected data revealed attraction and distraction points within the store setup as well as customers’ motivation to buy certain products.

 

Our delivered value:

The Deloitte Neuroscience Institute’s testing under real world conditions enabled a detailed analysis of customers’ shopping behavior. The study covered customers’ motivation to buy as well as the impact of branding and environmental factors. This created an informational advantage for the client to predict customers’ conversion rates and product revenue more accurately than traditional surveys.

Based on the analysis, a completely new point-of-sale was designed that was in harmony with customers’ preferences and resonated with their emotions.

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